Examinando por Autor "Lopez Naranjo, Natalia Jeannette"
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Ítem Experiencia de usuario omnicanal en el sector de la moda(2019) Uribe Orrego, Luis Carlos; Lopez Naranjo, Natalia Jeannette; Muñoz Molina, YaromirThis work starts from the need to know about the Omnichannel strategy in the Colombian retail market, taking into account that in this era, with continuous technological advances, the consumer has changed his purchasing process and demands a consistent, personalized, and unique experience. Consumers can be in contact with a brand through two or more channels at the same time, and throughout their purchase process they can interact with the brand 10 or more times. In order to understand better the situation, semi-structured, and detailed interviews were conducted with 16 fashion label consumers located in the city of Medellin, where 4 stages of the purchase process were identified: search, comparison, purchase and post purchase, all highly relevant to the omnichannel experience. In addition, through various concepts addressed in this exploratory research, it was qualitatively identified what are the characteristics and stages of the consumer’s experience of shopping clothes in Medellin, what are the consumer’s points of contact with the brand, and what are the particularities of the purchase decision process in an Omnichannel environment. Thanks to the collected findings, retailers, marketing areas, and those in charge of delivering the service to the user will be able to build strategies that contribute to give consistent, cohesive and optimal experiences for different users, which translate into better consumer relationships, an excellent service and increased sales.